Vince Frost’s typographic Woolworths campaign

Australian consultancy Frost has developed a typography-led TV ad campaign for department store Woolworths South Africa.

Still from ad
Still from ad

Frost founder Vince Frost is also creative director of the store, and has been leading a rebrand programme of Woolworths since his appoinment in 2009.

The 20-second commercials, which roll out this month, use typographic descriptions of the products rather than imagery and are based on a black, white and red colour palette.

Still from ad
Still from ad

Frost says, ‘Adapting our way of thinking to the moving image is always an exciting opportunity. What I loved about [this project] was being able to bring the typographic language of the Woolworths brand to life.’

The Woolworths rebrand has been developed both by the Frost studio in Sydney and the in-house Woolworths studio, which was set up by Frost in Cape Town.

Still from ad
Woolworth’s logo

Woolworths South Africa has more than 400 stores across Africa and the Middle East.

https://www.youtube.com/watch?v=vQgp2wWmICY

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